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The Emotionality of Information and Communication Technology Implementation

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The Emotionality of Information and Communication Technology Implementation International Journal of Engineering Sciences & Emerging Technologies, May 2011. ISSN: 2231 – 6604 Volume 1, Issue 1, pp: 27-33 ©IJESET THE EMOTIONALITY OF INFORMATION AND COMMUNICATION TECHNOLOGY IMPLEMENTATION Vikram Jain Lecturer, Subodh MCA Institute, Jaipur ABSTRACT While there is extensive research on emotion in the workplace and on information and communication technology (ICT) implementation, largely ignored is the emotionality of ICT implementation and change management more generally, even though the emotional experience of such processes is critical to their success. The current paper integrates insights from research on emotion at work and the social construction of technology to demonstrate the role of emotion in ICT-based organizational changes of a not-for-profit organisation’s implementation of a Web based case management system. In particular, it is argued that emotions and new ICT systems are experienced as ambiguous phenomena, which makes people susceptible to influence through interaction. Furthermore, such interaction to negotiate meanings for the emotional experience of ICT implementation is critical to its success. Adopting new information and communication technologies (ICTs) is in part a result of instrumental goals—for example, managers wanting to perform organizational activities more quickly or efficiently. However, such adoption is influenced by identity and relational goals, as well for example, a desire to be seen as cutting edge or technologically literate. This paper uses a constructive-dramaturgical approach to examine the emotionality of new technology adoption. Several strands of research and theory highlight subjective, or non-rational, elements of organisational changes such as ICT implementation. These strands include research on the social construction of technology, the politics of implementation, and emotional labour. KEYWORDS: change management, emotion, emotional labour. 1. INTRODUCTION Many organizations today are using information and communication technologies (ICTs) to engage in e-commerce, e-business, or more broadly, e-organizing. While there is substantial debate regarding the benefits and costs of such initiatives, organizations are continually looking to ICTs as a means to increase efficiency and effectiveness. The adoption and implementation process may also be highly charged with emotions, running from excitement and enthusiasm at the positive end of the spectrum, to fear and frustration at the negative end. In fact, the emotionality of the implementation process cannot be separated from the instrumental and political dimensions. Both managers and researchers have acknowledged the importance of emotion in organisational life. The emphasis on customer service excellence in contemporary organisations, Such research suggests that ICT implementation is, among other things, a political process fraught with tension and power struggles. The emotionality of ICT implementation is implied in such work but not directly addressed. Thus, both research on emotion at work and research on ICT implementation suggest the need for research that explores the emotionality of ICT implementation. The purpose of this paper is to understand more fully how emotion is used and can be used in organisational communication specifically how and why employees express emotion in dealing with ICT implementation and how change agents use emotion to achieve their goals. My goals for this paper are to demonstrate some of the ways that emotion is implicated in the change-related communication processes that are inevitably a part of the process of adopting and implementing new ICTs. The adoption and Emotion & ICT Implementation, implementation of a particular technology will have significant meanings for organizational actors that may prompt or result from political actions and emotional responses. Technical, economic, and organizational outcomes are inevitably intertwined in symbolic outcomes, since such outcomes are rarely “given facts” but are framed and interpreted, subject to “spin” and other promotional discourse. 27 International Journal of Engineering Sciences & Emerging Technologies, May 2011. ISSN: 2231 – 6604 Volume 1, Issue 1, pp: 27-33 ©IJESET 2. RESEARCH ON EMOTION AND ICTS Previous research on emotional expression in the workplace tends to be of three types. The first type is research primarily from a marketing perspective that focuses on the instrumental uses of emotion in sales and service work. From this perspective, emotional expression can be manipulated and cultivated to achieve organisational and individual goals such as increased sales, customer satisfaction and larger tips. The second is research that focuses on ‘emotional labour’ primarily in service-oriented interactions with customers and clients. This work tends to be primarily critical of emotion work in service-oriented interactions, suggesting it may harm those engaged in emotional labour as well as the social fabric of society more generally. The third type is work that focuses on the role of emotion in organisational culture management that is emotion as an instrumental tool for nurturing employee motivation/identification. From this perspective, emotional experiences and emotional expression are cultivated through organisational rites, rituals and language as a means of unobtrusive control. Prior research has not addressed the role of emotion in organisational change in general or ICT implementation specifically. Based on prior research, however, what could be surmised about emotional expression in the process of ICT implementation? First, studies on emotion at work suggest that organisational members express emotions to achieve a number of personal and organisational goals, many of which are prominent in organizational change processes. For example, emotional expression functions to sustain or challenge power relations, such as when managers praise or embarrass staff or when staff members angrily confront managers. Organisational change is a process in which power relations become explicit in that change programmes typically are driven by management (or some particular organisational faction), and are often successful to the extent that change agents have the power to implement them. Emotional expression may also function to define and influence the ‘moral order,’ that is, the accepted norms for acceptable behaviour. This may be seen in change initiatives when employees express agreement with welcome changes or outrage at unwelcome changes. Here emotional expression may reflect, confirm or challenge organisational norms or rules. Emotional expression may also serve a ‘signal function’ in that they may convey dissent or dysfunction. The signals are critical for managers to monitor and interpret as change develops. Similarly, emotional expression functions to signal personal engagement and disengagement in tasks, for example when members express their enthusiasm or disgust for a particular task. Prior research is also informative regarding how emotional expression serves such functions. That is, research suggests that national and organisational cultures have rules governing emotional displays that enable and constrain expression. These rules serve as resources for organisational members, both managers and staff, to use in achieving their goals. Whereas specific rules may develop within individual organisational cultures, national or regional cultures are also likely to share rules for emotional expression. Kramer and Hess, for example, found the following generic rules apply in a large range of organisations— express emotions professionally • express emotions to improve situations • express emotions to help individuals • avoid expressing emotion that may be seen as abuse. Understanding and using these rules is important to individual success in organisations, as well as to team and organisational functioning. Research on the politics of ICT implementation does not directly address emotion, yet such work makes abundantly clear the intense emotionality experienced in this process. For example, ICTs have been framed as a battleground for dueling factions. Such work implies that emotions are responses evoked in the heat of battle, the thrill of victory, the agony of defeat and the frustration of powerlessness. Furthermore, when one considers the task of adopting and implementing ICTs, the emotional labour of managers and change agents is obvious. Introducing ICTs is by its very nature disruptive and threatening. Research shows that ICT spending often displaces workers and it is threatening because workers do find they may not have the skills needed to cope. Emotion may also buffer the stresses and frustrations of change. Theory on both ICT implementation and emotion at work points to the socially constructed nature of these phenomena. That is, neither emotions nor ICTs are objective phenomena with given meanings. Rather, the introduction of ICTs, as well as emotions, are typically experienced 28 International Journal of Engineering Sciences & Emerging Technologies, May 2011. ISSN: 2231 – 6604 Volume 1, Issue 1, pp: 27-33 ©IJESET as ambiguous phenomena to be interpreted, defined and evaluatively labelled. This ambiguity makes communication central to the construction of emotion and ICTs. That is, through interacting with others individuals develop expectations, labels and beliefs and negotiate them through continued interaction. Thus, it is clear that research on emotion in ICT implementation can be mutually informative. The
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